Perceptions about private-label brands are favorable around the world, but value shares are not correspondingly distributed; they are much higher in developed regions like Europe, North America and Australia.

Private-label success is strongest in commodity-driven, high-purchase categories and those where consumers perceive little differentiation. Private-label growth typically comes at the expense of small- and mid-sized brands, while category leaders remain relatively safe.

Retail consolidation and the expansion of the discount format are key drivers for private-label growth in developed markets. Private label struggles to gain consumer trust in Asia and the Middle East, where consumers are fiercely brand loyal.